marketing network’s analysis of coral trout grouper

Marketing Network’s Analysis of Coral Trout

Grouper (Plectropomus leopardus) In Gusung Island,

Selayar Archipelago Regency

1stSajriawati Management of Aquatic Resource

Musamus University

District Merauke, Papua

[email protected]

4thMerry Dawapa

Agribusiness Department

Musamus University

District Merauke, Papua [email protected]

2ndAstaman Amir Management of Aquatic Resource

Musamus University


[email protected]

5thNina Maksimilia Ginting


Musamus University


3rdStenly Wairara Management of Aquatic Resource

Musamus University


[email protected]

6thFerdinand Christianto Situmorang


Musamus University


Abstract— This research was conducted since January until

April 2016, located on Gusung Island, Selayar Archipelago

Regency. The research objective was to determine the network

marketing model of Coral Trout Grouper (Plectropomus

leopardus). The study used a survey method with a case study

approach, through the determination of respondents purposively

and analyzed descriptively. The results of the study found 3

(three) marketing network models for live-coral trout grouper

and 4 (four) marketing models for coral trout grouper.

Keywords— Marketing Network’s, Coral Trout Grouper,

Gusung Island

I. INTRODUCTION

One of the leading commodities in Selayar Archipelago

Regency is fisheries commodities, especially marine fisheries.

This is supported by the potential of coral reefs which are very

potential, which is around 4.400 ha, which is spread in several

places [9]. Fishery activities in Selayar Archipelago Regency

area can be said to have been more developed, compared with

eastern Indonesia area such as Merauke. Fishery activities in

Merauke and Papua can generally be said to be relatively

simple. The type of fishing rod used by local people is still

traditional like gill nets [11].

Coral trout grouper is one of the many species of fish that

have high attractiveness because it has high economic value

with a very prospective export market opportunity to be

developed especially for live grouper. Coral trout grouper fish

that are most hunted for trading in living conditions are types

snapper and grouper. That is supported by the statement that

the international market demand for groupers tends to

continue to increase, this provides a great opportunity for

Indonesia to increase its catch [4]. Grouper marine fish

commodities are the mainstay commodities and demand from

export markets from Taiwan, Japan, Singapore and Hong

Kong. This grouper has become a special menu in leading

hotels and restaurants, such as in Indonesia, Hong Kong,

Taiwan, Japan and Singapore [8]

National potential of grouper commodities is around

35.000 tons / year, with potential for marine cultivation

reaching a total land area of 3.776.000 ha [1]. Total grouper

production in 2013 reached 113.368 tons consisting of 13.464

tons of aquaculture and 99.904 tons of catch [10]. Based on

data from the Central Statistics Agency [6], in 2013 live

grouper exports reached a value of US $ 19.8 million with a

volume of 2.552 tons. The export destination of live grouper is

Hong Kong, which accounts for almost 90 % of the total

export value. The export of live-grouper fish to Hong Kong

has been carried out through two modes of transportation,

namely air transportation facilities (airplanes) and sea fishing

vessels. Transport vessels to Hong Kong, which have been

operating in Indonesia for 100%, are owned by Hong Kong

buyers [10]. Marketing has become an important aspect in the field of

trading of coral trout grouper. Marketing is how to deliver products from producers to consumers in the position of both not being harmed, so that it is needed by entrepreneurs how to create effective network marketing [13]. Research on the study of grouper economics has also been carried out in Indonesia. Analysis of tiger grouper and duck grouper cultivation in floating net cages in Indonesia [2] and research on the analysis of the market share of groupers on Bonetambu Island, Makassar [7]. Increase in profitability is related to decrease in production costs, increased production and product prices [3]. Based on the description above, a study was conducted on the identification of the marketing network model of coral trout grouper on Gusung Island, Selayar Islands Regency.

2nd International Conference on Social Science (ICSS 2019)

Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Advances in Social Science, Education and Humanities Research, volume 383

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II. METHODOLOGY

This research was conducted since January until April 2016, located in Gusung Islands, Selayar Archipelago Regency. Sampling of fishermen or respondents based on the principle of representation in accordance with the opinion of Black and Champion [5] which states that the percentage of samples determined as respondents is at least 1/10 or 10% of the fishing population. So that the number of respondents was 11 fishermen cultivating floating net cages of coral trout grouper. Retrieval of data by interview method using questionnaires with structured questions. The interview data is then processed and translated into a graphical marketing network scheme of coral trout grouper on Gusung Island, Selayar Archipelago Regency

III. RESULT AND DISCUSSION

Marketing network’s is the number of marketing

institutions that an item traverses from the producer region to

the consumer. Schemes of marketing network for live-coral

trout grouper fish and dead- coral trout grouper fish can be

seen in Fig. 1 and Fig. 2 below :

Fig. 1. Schemes of marketing network for live-coral trout grouper

Fig. 2. Schemes of marketing network for dead-coral trout grouper

The research results that the marketing agencies of coral trout grouper identified in Gusung Island, Selayar Archipelago Regency are fisherman, fish cultivator, traders of collector local, wholesaler, retailer, exportir, and consumer (household, hotels, restaurants dan supermarkets). Research on the marketing network of local fishermen has also been researched in the Merauke Regency, the result shows the dominant local fishermen sell the results to the collector trader rather than directly selling to the market [12]. The results of the study found three forms of the marketing network for live-coral trout grouper fish and four forms of the marketing network for dead-coral trout grouper fish.

Based on Fig. 1 above, it can be seen that there are several forms of marketing of live- coral trout grouper fish, that is :

1. Marketing Network’s Model I : begins from Fisherman to Fish Cultivator to Traders of Collector Local to Wholesaler and the last to Exportir.

2. Marketing Network’s Model II : begins from Fisherman to Fish Cultivator to Wholesaler and the last to Exportir.

3. Marketing Network’s Model III : begins from Fisherman to Traders of Collector Local to Wholesaler and the last to Exportir.

Based on Figure 2 above, it can be seen that there are several forms of marketing of dead-coral trout grouper fish, that is :

1. Marketing Network’s Model I : begins from Fisherman to Traders of Collector Local to Retailer and the last to Consumer (household).

2. Marketing Network’s Model II : begins from Fisherman to Fish Cultivator to Traders of Collector Local to


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Wholesaler and the last to Consumer (hotels, restaurants dan supermarkets).

3. Marketing Network’s Model III: begins from Fisherman to Fish Cultivator to Traders of Collector Local to Retailer and the last to Consumer (household).

4. Marketing Network’s Model IV: begins from Fisherman to Traders of Collector Local to Retailer and the last to Consumer (household).

IV. CONCLUSION

Based on the results of the study found 3 (three) marketing

network’s model for live-coral trout grouper fish and 4 (four)

marketing network’s model for dead-coral trout grouper fish.

V. ACKNOWLEDGEMENT

The author would like to thank the Rector of Musamus

University and the Dean of the Faculty of Agriculture and co-

authors in this journal.

REFERENCES

[1] Adrian, “Tujuh Alasan Melakukan Budidaya Kerapu,” Buletin Teknologi Perikanan dan Kelautan, 2010.

[2] Afero, F., Sha, M. and Arlenie, A.P., “Economic Analysis of Tiger Grouper Epinephelus Fuscoguttatus and Humpback Grouper Cromileptes Altivelis Commercial Cage Culture In Indonesia,” in Journal Aquacult Int. 18:725–739, 2009.

[3] Afero, F, “Economic analysis for tiger grouper Epinephelus fuscoguttatus and humpback grouper Cromileptes altivelis in

commercial cage culture system in Indonesia,” in Depik, 1(1): 10-21. ISSN 2089-7790, 2010.

[4] Bailey, M and Sumaila, U.R., “Destructive Fishing and Fisheries Enforcement in Eastern Indonesia,” in Journal of Marine Ecology Progress Series Vol. 530: 195–211, 2015.

[5] Black, J.A. dan Champion, D.J., “Metode dan Masalah Penelitian Sosial”. Refika Aditama, 2001.

[6] Dinas Perikanan dan Kelautan Provinsi Sulawesi Selatan, “Laporan Statistik Perikanan Tangkap Tahun 2013,” Pemerintah Provinsi Sulawesi Selatan , Makassar, 2013.

[7] Firman dan Arfah, K.A., “Analisis Pangsa Pasar Ikan Kerapu di Pulau Bonetambu Kecamatan Ujung Tanah Kelurahan Barrang Caddi Kota Makassar,” Universitas Hasanuddin, Makassar, 2012.

[8] Ghufran, H dan Kordi., “Usaha Pembesaran Ikan Kerapu di Tambak,” Kanisius, Yogyakarta, 2001.

[9] KKP, “Kerapu, Selera Rasa Berbalut Keberuntungan,”. (online). (http://www.djpdspkp.kkp.go.id/artikel-883-kerapu--selera-rasa-berbalut-keberuntungan.html, accessed on July 20, 2015.

[10] Pptmselayar, “Potensi Perikanan dan Kelautan,” (online). (http://www.ptpmselayar.com/index.php/peluang-investasi/18-perikanan-dan-kelautan, accessed on July 1, 2015.

[11] R.A. Djamali, P. Betaubun, G.J. Maulany, “Key Factors on Development of Agricultural and Fishery Agroindustry Classification in Merauke Regency,” International Journal of Mechanical Engineering and Technology (IJMET), Volume 9, Issue 10, pp. 295–303, October, 2018.

[12] M. Maria, D. Widiastuti, Sunarni, ”Comparative Study of Social Economic Local and Migrant Fisherman in Arafura Beach-Merauke, Papua,” Proceedings of the 1st International Conference on Social Sciences (ICSS 2018), Atlantis Press, 2018.

[13] Soekartawi, “Teori Ekonomi Produksi dengan Pokok Bahasan Analisis Cobb-Douglas,” Jakarta, PT RajaGrafindo Persada, 2003.


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marketing network’s analysis of coral trout grouper

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